TBW - Draft Text … Winter 2003

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1 The Balance Wheel Newsletter of the Association of Conservation Information Spring, 2004 Inside This Issue:
National News: National Shooting Sports Foundation Awards Over $500,000 to State Agencies for Hunter Recruitment
Programs ** Follow-up to Fall 2003 Story**
Strategic Planning: Public Opinion On Fish And Wildlife Management Issues In The Northeast United States - **Follow-up to
Fall 2003 Story** For a Good Time, call 1-800..
Lessons learned from Abandoned Agency Phone Numbers Skill Building: State Wildlife Magazines Combining Internal & External Talent Leads to Success for Most States Excellent Response from our list serv survey What does it take to be an ACI Awards Winner?
Good Ideas, Small Budgets Category First, Second & Third Place Winners o You Want Me To Do What By When?The Birth Of A New York Nature Trail o New Hampshires Lessons From The Creation Of Your Window On Wildlife o New Jerseys Children's Fishing Derby Program
Upcoming Events & Deadlines: 2004 ACI Conference

Contributors to this issue: Mark Damian Duda, Scott Ball, Ann Harrison, Liza Poinier, Miriam Dunne, Michelle
Griffin

Editor: Michelle Griffin, 404 433-9776 or michelle@complete-communications.com Web Master: Nancy Herron 512 389-4362 or nancy.herron@tpwd.state.tx.us

NATIONAL NEWS
HUNTING HERITAGE PARTNERSHIP GRANTS UPDATE Submitted By: National Shooting Sports Foundation

**The Balance Wheel originally ran a story in the Fall 2003 issue discussing a new grant program sponsored by The
National Shooting Sports Foundation and the Congressional Sportsmens Foundation. The following is a follow-up to
that program***

In March 2003, the National Shooting Sports Foundation (NSSF) launched a program backed by over one million
dollars to increase hunting participation nationwide. The Hunting Heritage Partnership program provides direct grant
funding to state wildlife agencies specifically for hunter recruitment and retention efforts. To date, the NSSF has
awarded grants to over 18 state wildlife agencies totaling over $500,000. The result has been to provide a badly TBW/Spring 2004 2 needed financial boost to state agencies and has translated into introducing more individuals to hunting opportunities
and extending hunters time in the field.

Each new hunter or any hunter who spends more time engaged in our sport has a tremendous economic impact at
the state and national levels. A 2001 report found that hunters spend a total of 228 million days in the field. This
translates into $21 billion in spending each year. Hunting dollars boost state tax coffers and generate badly needed
jobs especially in our rural areas. Each hunter that takes to the woods, a field, or duck blind, or purchases licenses,
equipment and clothing fuels our economy. Moreover, license fees and monies collected from the Pittman-Robertson
tax play a primary, critical role in conservation efforts.

The Hunting Heritage Partnership is an industry commitment to build our sport one hunter at a time. State wildlife
agencies understand that there is no one-size-fits-all approach to recruiting and retaining hunters. Unique, carefully
tailored, state-based programs are the key to perpetuating our sport and building our membership. NSSF welcomes
the opportunity for a public-private partnership in stretching grant dollars even farther.
2003 Hunting Heritage Partnership Grants
State: Alabama Department of Conservation and Natural Resources
NSSF Grant: $26,000
Theme: Mentored Youth Dove Hunt
Summary: 1700 youths participated in 54 hunts statewide with over 550 first-time hunters

State: Connecticut Department of Environmental Protection
NSSF Grant: $10,625
Theme: Safety Training of Junior Licensed Hunters
Summary: 85 licensed junior hunters with 119 adult mentors participated in seven Junior Pheasant Hunting Day
hunts expected to reach over 1,000 young hunters

State: Indiana Division of Fish & Wildlife
NSSF Grant: $59,750
Theme: Pilot Program for Hunter Education Graduates
Summary: Partners new hunters with mentors who can introduce them to hunting opportunities through STEP
OUTSIDE programs.

State: Iowa Department of Natural Resources
NSSF Grant: $7,000
Theme: Provide Handicapped Access
Summary: Introduces physically challenged individuals to hunting. These funds helped purchase one Hunt Master
machine which allows wheelchair-bound hunters access to hunting areas with difficult terrain.

State: Massachusetts Division of Fisheries and Wildlife
NSSF Grant: $19,000
Theme: Hunting study to Attract New Hunters and Evaluate Potential Parental Concerns
Summary: Conducting and evaluating a study of young hunter education graduates and their parents to identify what
makes hunting attractive to young people and how to address any concerns raised by parents about the sport. A
Youth Hunt Program Guideline is being developed.

State: Minnesota Department of Natural Resources
NSSF Grant: $15,000
Theme: Keeping Hunting in the Mainstream
Summary: Radio ads produced and distributed by Minnesotas Department of Natural Resources to every station in
the state and aired for two weeks prior to opening of the fire arms deer season. License sales during these two weeks
were 53% higher than the previous year and resulted in a 2% increase overall.

State: Nebraska Game and Parks Commission
NSSF Grant: $30,000
Theme: Educate Hunters/General Public on the Importance of Protecting Hunting, Fishing & Trapping
Summary: Published and distributed brochures. Also created educational and promotional materials for youth hunters
including a how-to book entitled Mentored Outdoor Skills Guidelines Handbook.

State: Nevada Department of Wildlife
NSSF Grant: $$25,000 TBW/Spring 2004 3 Theme: The Family Hunt Opportunity
Summary: Officials identified reasons why inactive hunters no longer hunt, and researched the motivations
necessary for hunters to continue in the sport. A leading motivator is the opportunity to hunt with a family member,
and the department is developing strategies to promote convenient, quality hunting locations focused on family
participation in hunting.

State: Ohio Department of Natural Resources
NSSF Grant: $30,000
Theme: Identifying Impediments to Access for Hunting in Ohio
Summary: Several focus groups and telephone surveys have been conducted to determine obstacles to hunting
access and develop methods of overcoming those obstacles. A final report is due in July 2004.

State: Oklahoma Department of Wildlife
NSSF Grant: $20,000
Theme: Hunting Retention and Recruitment Campaign
Summary: The department reviewed its current literature and is working on a direct mail campaign concept to
promote opportunities to households likely to have children old enough to hunt. An evaluation is also being done of
those hunters who are likely to drop out of the sport.

State: Pennsylvania Game Commission
NSSF Grant: $74,800
Theme: Survey and Map Public Access Opportunities
Summary: Developing and promoting state-wide county maps of all available hunting property in an effort to
advertise hunting opportunities to increase participation.

State: Tennessee Wildlife Resources Agency
NSSF Grant: $40,500
Theme: Walk-In Access Program for Small Game Hunting on Private Land
Summary: To increase hunting access on private land, a landowner education program is underway to enroll
landowners in a Walk-In Access Program. It is hoped that more opportunities will boost small game and quail
hunters during the next several years.

State: Texas Parks and Wildlife
NSSF Grant: $38,000
Theme: Youth Hunting Program
Summary: To date, 149 youth hunts have been conducted that introduced 186 youth and 350 adults to the hunting
experience. Another 20 hunts scheduled for spring 2004 will introduce our sport to another 375 individuals. Training
workshops are scheduled that will allow 150 volunteers to participate in youth dove hunts.

State: Washington Department of Fish & Wildlife
NSSF Grant: $48, 867
Theme: Recruit and Retain Hunters through Improved Private Lands Hunting Opportunities
Summary: To raise the number of upland game hunters through a heightened awareness of, and increased access
to, quality hunting lands, the department has developed criteria to rank eligible landowner leases and is developing
means to identify properties for hunters.

State: West Virginia Division of Natural Resources
NSSF Grant: $14,000
Theme: To Recruit and Retain Physically Challenged Individuals to the Hunting Sports
Summary: The Challenged Hunter Program reached out to those who have an interest in hunting and offers special
needs classes that prepare then for the hunt. Individuals recruited with the help of rehabilitation centers and civic
organizations are taken on guided hunts with trained volunteers. Due to the programs success, it is now an ongoing
program and is spreading across the state with 30 U.S. Fish and Wildlife Service area managers trained on how to
offer these specialized hunts.

For more information on the NSSF Hunting Heritage Partnership Grants, please access their Web site: http://www.nssf.org/news/HHP/index.cfm?nav=generic&new=generic&rel=generic


TBW/Spring 2004 4 STRATEGIC PLANNING
In the Fall 2003 issue of The Balance Wheel, Jim Sciascia, Information and Education chief of the New Jersey
Division of Fish and Wildlife wrote an article about this public opinion survey being planned and conducted. This
article is a follow-up including results of this comprehensive poll.
PUBLIC OPINION ON FISH AND WILDLIFE MANAGEMENT ISSUES IN THE NORTHEAST UNITED
STATES By: Responsive Management
For more information contact Mark Damian Duda, Executive Director, Responsive Management, Harrisonburg,
Virginia 22801 or by email: mark@responsivemanagement.com
Responsive Management has just completed a major study on public opinion on fish and wildlife management issues
and the reputation and credibility of fish and wildlife agencies in the Northeast United States for the Northeast
Association of Fish and Wildlife Agencies and the Northeast Conservation Information Education Association
(NCIEA). Funding was provided through a Federal Aid in Sport Fish and Wildlife Multi-state Grant

The study entailed a major telephone survey of residents attitudes toward and opinions on fish and wildlife
management issues and the states fish and wildlife agency in all 13 member states of the NCIEA: Connecticut,
Delaware, Maine, Maryland, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island,
Vermont, Virginia, and West Virginia. Separate reports, as well as a regional report have been produced. The
survey was conducted in the summer and fall of 2003. Responsive Management obtained a total of 5,251 completed
interviews. For the entire sample, the sampling error is at most plus or minus 1.35 percentage points. The entire
report can be accessed at Responsive Managements new web site: www.responsivemanagement.com On the home page, click on Natural Resource and Outdoor Recreation Research in the left hand tool bar. A pop up
of 23 different natural resource and outdoor recreation topics will appear. Click on Organizational Reviews and
Planning at the bottom of the menu. When you get to this subpage, click on List of Reports. The regional report as
well as each individual state report can be downloaded there.

PARTICIPATION IN OUTDOOR ACTIVITIES
The most popular outdoor activities among Northeast residents in the past year were various forms of wildlife viewing,
visiting State or National Parks, and hiking. Approximately a quarter had freshwater fished. Hunting and trapping
had lower participation rates than the activities mentioned above, although substantial percentages considered
themselves to be anglers/fishermen or hunters.
54% had viewed wildlife within 1 mile of home, 45% had taken a trip of at least 1 mile to view wildlife, and 41% had
birdwatched. Additionally, 60% reported that they or a member of their household had gone out to observe wildlife in
their state in the past year.
53% had visited a State or National Park.
40% had hiked.
28% considered himself/herself to be an angler, and 26% had freshwater fished, while 14% had saltwater fished.
Additionally, 56% of respondents said that they or someone from their household had gone fishing.
15% considered himself or herself to be a hunter, and 13% had hunted.

AGENCY PERCEIVED TO BE RESPONSIBLE FOR MANAGING FISH AND WILDLIFE, AND AWARENESS AND
KNOWLEDGE OF EACH STATES AGENCY
Most Northeast residents did not know which government agency is most responsible for managing and protecting
fish and wildlife in their stateonly 16% named the correct state agency that is responsible for managing fish and
wildlife in their state.

RATINGS OF/SATISFACTION WITH/OPINIONS ON EACH STATES AGENCY
Respondents were asked whether they agreed or disagreed with six statements about their states fish/wildlife
agency. The results show that most people had positive perceptions of their states fish/wildlife agency. Indeed,
nearly two-thirds (64%) agreed that the staff at their state fish/wildlife agency really cares about fish and wildlife, and
a majority (52%) agreed that their state fish/wildlife agency effectively balances the interests of anglers, hunters,
conservation groups, and the general public. Nearly a majority agreed that scientific methods serve as the primary
guide for the work their state fish/wildlife agency does (44%) and that their state fish/wildlife agency is doing enough
to protect the states fish and wildlife populations (42%). The lowest statements in the ranking were that the work of TBW/Spring 2004 5 the state fish/wildlife agency is primarily influenced by environmental and/or conservation groups (41%) and that the
state fish/wildlife agency primarily serves the interests of hunters and anglers (36%).

The programs/efforts for which the greatest percentage of respondents thought their state fish/wildlife agency is doing
an excellent job relate to providing outdoor recreation opportunities and enforcing fish and game laws. Those types
of programs/efforts were ranked higher than programs related to managing, protecting, and restoring fish and wildlife
populations and habitats.

CONTACT WITH EACH STATES AGENCY
A substantial percentage of respondents (20%) had contacted their states fish/wildlife agency for information or
assistance, and the overwhelming majority of those who had contacted their states fish/wildlife agency did so by
telephone (71%). The next most popular ways to contact the agency were in-person (21%) and through e-
mail/Internet (12%). Most commonly, those who contacted their states fish/wildlife agency did so for information
about fishing (22%), information about hunting (19%), nuisance wildlife information and/or removal (18%), or
information about wildlife in general (13%). A large majority (86%) were satisfied with their contact, saying that they
received the information they needed and the agency employees were helpful and friendly.

SOURCES OF INFORMATION ON FISH, WILDLIFE, AND OUTDOOR RECREATION, AND CREDIBILITY OF
SOURCES
Residents of the 13 member states of the NCIEA look for information on fish, wildlife, and outdoor recreation on the
Internet other than the agency Web site (38%), in newspapers (22%), in magazines (16%), and on TV (9%); 5% look
on the agency Web sites, and 4% look in agency offices.

The sources of information considered to be most credible are those associated with state or federal agencies or the
state university; the sources considered the least credible are spokespersons for advocacy organizations, such as
environmental or sportsmens organizations.
A majority said that the following sources were very credible:
biologists with their state fish/wildlife agency (68%), the U.S. Fish and Wildlife Service (64%), or the states
department of environmental protection (57%),
their states fish/wildlife enforcement officer (61%), and
professors of environmental science or biology with their state university (55%).
Less than a majority said that the following sources were very credible:
spokespersons with the National Wildlife Federation (45%), the American Society for the Prevention of Cruelty to
Animals (29%), local environmental organizations (28%), and local sportsmens organizations (19%).

FISH AND WILDLIFE ISSUES FACING THE MEMBER STATES OF THE NCIEA, FISH AND WILDLIFE VALUES,
AND OPINIONS ON LAND USE AND FISH AND WILDLIFE MANAGEMENT
Polluted water/water quality, habitat loss/habitat fragmentation, deer overpopulation and associated deer
management issues, urban sprawl/urban development, and low fish populations are perceived to be the most
important fish and wildlife issues facing the Northeast U. S.

When asked to rate eight fish and wildlife values, respondents top choices related to wildlife values over human and
recreational values. That people have the opportunity to fish and hunt were ranked lower.

Respondents were asked whether they agreed or disagreed with six statements regarding fish and wildlife and their
habitats. A majority strongly agreed that the use and development of land should be restricted to protect fish and
wildlife (56%), and just under a majority strongly agreed that hunting and fishing are part of scientific management of
healthy fish and wildlife populations (49%). Just under a third (30%) strongly agreed that they can make a significant
difference in protecting fish and wildlife habitat. Additionally, respondents showed deference for fish and wildlife
habitat over human use of land: more respondents strongly or moderately agreed that the use and development of
land should be restricted to protect fish and wildlife (83% agreed) than strongly or moderately agreed either that
landowners should be allowed to develop their land regardless of its impact on wildlife (19% agreed) or that
development for new home sites should take precedence over preserving wildlife habitat (13% agreed). These last
two statements had much larger percentages moderately or strongly disagreeing with them than did the other
statements (74% and 77%, respectively, while no other statement had more than 27% in moderate or strong
disagreement).

CHRONIC WASTING DISEASE
Knowledge and awareness of Chronic Wasting Disease (CWD) is fairly low in the northeastern U.S.: most
respondents (51%) had heard nothing about Chronic Wasting Disease (CWD) in the past year, and an additional 30%
had heard only a little; just 15% had heard a great deal or moderate amount. Furthermore, when asked whether
CWD is a threat to their states deer populations (and moose and elk populations, where applicable) or their states TBW/Spring 2004 6 residents, most respondents answered, Dont know. Otherwise, more people thought that CWD is a major or minor
threat to wildlife and humans than thought that it is not a threat (30% of respondents thought CWD is a major or minor
threat to their states deer/moose/elk populations, while 3% thought it is not a threat; and 23% thought it was a major
or minor threat to their states residents, while 7% thought it is not a threat).

RATINGS OF IMPORTANCE OF PROGRAMS AND EFFORTS OF EACH STATES AGENCY
In the ratings of importance of programs/efforts, the top two programs/efforts related to wildlife/habitat values.
Providing recreational opportunities were lower on the list.

FUNDING FOR EACH STATES AGENCY
Most respondents attribute funding for their state fish/wildlife agency to include tax revenues: in an open-ended
question wherein respondents could name any funding source for their states fish/wildlife agency, respondents most
commonly thought that unspecified taxes (35%) were a funding source, along with general state revenue (20%) and
general federal revenue (11%). Fewer respondents named hunting and fishing licenses (23%) than named
unspecified taxes (anglers and hunters were more likely to name license fees than were respondents overall). A very
low percentage knew of the important sources of Federal Aid: 2% of respondents named excise taxes on hunting and
fishing equipment, and 1% of respondents named taxes on motorboat fuel as a source of funding for their states
fish/wildlife agency (anglers and hunters were slightly more likely to name these Federal Aid sources than were
respondents overall).

A much greater percentage of respondents agreed (67%) than disagreed (20%) that the costs for managing fish and
wildlife should be paid through specific user fees, such as hunting and fishing licenses. A much greater percentage
of respondents supported (73%) than opposed (16%) using general state tax revenues to provide information on fish
and wildlife.

APPROVAL/DISAPPROVAL OF HUNTING, FISHING, AND TRAPPING
Approval of fishing (92%) was higher than approval of hunting (76%) and trapping (51%), with trapping being the
most disapproved activity of the three (35% disapproved of trapping). Nonetheless, all three activities had a majority
in approval, with fishing and hunting having a majority who strongly approved.
FOR A GOOD TIME, CALL 1-800
Lessons learned from Abandoned Agency Phone Numbers By: Scott Ball, Florida Fish & Wildlife Conservation Commission

In 1999, all or parts of three different agencies merged to become the Florida Fish & Wildlife Conservation
Commission. Prior to that, one of the agencies had a special toll-free hotline for reporting sick or injured manatees.
The final digits matched the agencys initials. After the merger, we replaced the number reflecting the new agencys
initials. We changed the number everywhere it showed up on our publications and Web pages and issued press
releases to boot.

Meanwhile, we kept the old number operational for three years and automatically forwarded callers to the new one.
When we finally gave it up, the company referred callers to the new one for six months more as a courtesy. All
seemed well until we read in the news clips that callers to the old number were connected to operators who
graciously offered to talk dirty to them in exchange for their credit card numbers. This particular company routinely
trolls for abandoned toll-free numbers to attract accidental pleasure-seekers, and they wont sell it back.

Naturally, the search was on to determine two things: How did this happen?, and (more importantly) whom can we
blame?

We first checked within the agency. Our dispatchers revealed that theyd been receiving a number of complaints
about this lately (thanks for sharing!). We were able to find only one Web page that had slipped through the cracks,
but all our publications had long-since replaced the old number. All the local phone books we checked were up to
date. We did, however, discover numerous waterway signs with the old number. Some were ours, others were
posted by local agencies. We did a Web search and got over 500 hits mainly from pages belonging to local
governments, chambers of commerce and conservation groups, with a smattering of Miss Landers 3 rd Grade Web page types.

Its mainly been a source of amusement for the media, but weve received a few guilt-slinging letters along the lines of
If you idiots had corrected the signs, I couldve reached you sooner and that injured manatee might have lived. As a
remedy, we notified the agencies, chambers and groups and issued a news release. Were applying decals to the TBW/Spring 2004 7 out-of-date signs. The media attention was also useful in reminding stragglers to update their information. And weve
logged this one as a teachable moment.

Morals of the story: 1. If your agency ever changes a high-profile number (or Web address for that matter), not only should you make sure you hang on to it for a considerable length of time and replace all your own materials referring to
it, but also go way out of your way to make sure that anybody else who publicizes your number does
likewise. 2. For a good time, call 1-800-oh, never mind.
SKILL BUILDING
STATE WILDLIFE MAGAZINES
As Diverse as Each State By: Michelle A. Griffin, The Balance Wheel Editor

What a fantastic response we received from our listserv questionnaire regarding state wildlife magazines! Seventeen
states provided exactly what we asked and in some cases gave some great additional background information. I have
offered some overall observations and then compiled a table highlighting information from each state.

To jog your memory, these were the questions posed to our list serv members: 1. Do you presently pay for articles and/or photography to be written/taken, or rely on volunteer submissions? a. Has this evolved over time?
b. What results in better quality articles? 2. Did you have a magazine that is now out of print due to budget cuts? a. How long was it in print?
b. Will it be brought back?
c. Have you tried to create an alternative for your readers?
Overall, we found the majority of state-published wildlife magazines use a combination of in-house talent and outside
freelancers. Most appreciate the talent and timeliness of freelancers, but also enjoy the professional knowledge in
internal staff. One state truly makes the most of internal talent by making contributions to the magazine part of the
work plan for regional supervisors. With that kind of administrative support, its most logical and effective to use your
internal talent. Other states feel their biologists are already stretched thin and rely solely on freelancers to provide
interesting and appropriate articles. All agreed that the very best articles whether from internal or external talent
come when the writer is well-instructed as to what the publication desires and has access to all resources necessary
to execute the given task. One state is actually making a conscious effort to move away from freelancers believing
the internal knowledge and budget constraints far outweigh any timesaving benefits of using outside help.

A surprising fact consistently repeated was the longevity of many state wildlife magazines. Of the responding
magazines, there were more that had been in print for 50+ years than anything else. Only two magazines have been
forced out of print due to political pressure or budget cuts, and one print version was replaced by an online-only
option (hmmm, sounds familiar ) Of those printed some are renowned for the expert photography and others are more focused on content. Those magazines with paid subscribers had circulations ranging from 8,000 to 50,000. And
still other publications were offered as free giveaways distributed statewide.

Once again, our membership represents variety in purpose as well as product. If you would like to consult any of the
States on their process, please use the ACI on-line directory.
State Agency Pay for articles/photos? Other Information Outdoor Alabama Uses in-house talent for articles, and
pays for outside photos. Evolved from relying solely on in-house photo talent to using
freelancers due to loss of in-house photographer. Colorado Outdoors Mostly pays for freelance-written
articles, some internal written and Would like to have more articles written by staff, but is not
considered cost-effective use of time. TBW/Spring 2004 8 contributions from other states. Pay
one time rights for freelance photos.
Is funded through subscriptions and sale of products. Florida Wildlife Magazine After a 56-year run, the magazine
was not funded in the 03-04 budget. Citizen-supported organization, the Wildlife Foundation of
Florida, had created an electronic newsletter in its place in
hopes of resuming a printed publication soon. Idaho Wildlife Mostly staff written, but some
freelance articles are bought. Buys
photos when needed. Best articles
are written in-house. Web magazine only after print version was discontinued when
told by legislature to become self-sufficient through sale of
ads. Could not sell enough ads. Tabloid version may be
started later in 2004. Outdoor Indiana Mostly articles are paid freelance
pieces. Some are magazine staff,
DNR staff, and expert volunteers.
This evolved over time, 10 years ago,
most articles were written by in-house
staff. Photos have always been
provided by in-house staff.
Best writers tend to be naturalists and
interpreters. Subscriber supported and receives no license money or fish-
wildlife/parks support. Louisianna Conservationist Magazine Uses both freelance and in-house
talent. Freelance articles are paid for,
outside articles are not. Quality is
comparable. Magazine has been in publication since 1923. Massachusetts Wildlife Does not pay for articles or
photographs. Some come from
internal staff, some are contributed by
outsiders, but all are excellent! In existence since 1952. Free publication until 1986 when
readers urged state to charge in order to save magazine.

Today has 23,000 paid subscribers. Missouri Conservationist Uses both freelance and in-house
talent. Relying mostly on in-house
talent, and paying for all material
including in-house and freelance. Offers both online and print version. Would prefer to use all in-
house talent to maintain credentials as an agency of experts,
but find it hard to get staff to volunteer articles. Articles that are
submitted often need work.

Magazine is in its 65 th year of publication. New Mexico Wildlife Magazine Uses both freelance and in-house
talent, but rely mostly on in-house
talent. Freelance articles and
photographs are paid for when written
by people not affiliated with the
department. Four-color slick magazine was killed 6.5 years ago, replaced
with four-color tabloid inserted into 31 newspapers statewide.
Estimate circulation to be roughly 330,000.

Hits 67 percent of license buyers and also enjoyed by non-
license buyers. New York Conservationist Uses both freelance and in-house
talent. Pay for material submitted by
people who are not Department
employees. Suggests professional
writers do a better job of writing than
scientists. Been in publication since 1946, same format except went to
four-color in the 1950s. New Jersey Outdoors Used both freelance and in-house talent when it was in print. Discontinued in 2003 after a 50 year run. 60,000 subscribers
at its zenith, plummeting to 7,000 over time and after switching
fish & wildlife only to department-wide natural resources
magazine. Does not look like it will be brought back. Wildlife North Carolina Uses both freelance and in-house
talent. Pays for freelance material
both articles and photos. Freelancers
seem to produce better written work
than scientists as they are
professional writers and biologists are
not. Magazine been available for over 40 years. South Dakota Conservation Digest Relies almost exclusively on
volunteer submissions of both articles
and photos. Will pay for some photos. Budget restricts use of freelancers and partnership with South
Dakota Tourism Department helps with photos. South Carolina Wildlife Mostly uses paid freelance articles,
but rarely purchases photos. Finds
that working closely with writer, Magazine in print over 20 years. TBW/Spring 2004 9 whether staff or freelancer, results in
high quality articles. Utah Wildlife Review Uses all in-house talent helped by
strong administrative support.

Incredible internal team work among
divisions. Regional communication managers each must, as part of their
work plan, submit 200 photos and write 2-4 stories annually.
They also work with the people in their areas to make sure
other assigned articles are on track and up to par. Issues are
planned a year in advance and approved by administration.
Then writers are identified and notified of their task. Staff never
has turned down assignment unless to suggest a better writer
for the job.

Did market research and found the magazine was best way to
reach target audience. Consistently looks for ways to increase
printing budget using monies in and out of the agency
parameters.

Uses synergy with other printing responsibilities to maximize
printing efficiency and target market reach.

Magazine gives great exposure to other programs, so they
approach manager of magazine with ideas on how they can
work together.

Volunteers are used for distribution of up to 100,000 copies. Virginia Wildlife Magazine Uses mostly (75%) paid freelance
articles and photos due to small staff.
Other 25% comes from Department
staff (wardens and biologists). An
active outdoor writers group in
Virginia provides much of the
freelance material. Buying articles
and photos allows editors to be
choosey and get high quality material. Monthly, four-color 36 page publication with a paid
subscription base of 45,000.

Magazine is over 65 years old. West Virginia Wildlife All articles are written with in-house talent. All photos also taken by staff.
Cover photo is often bought. Quarterly publication in its 4 th year of print.
Goal of publication is to educate the public about the states
natural resources, not to have an award-winning publication.

Publication delivered free to 25,000 homes. Also limiting the
budget for freelance.

**THE FOLLOWING THREE ARTICLES CONTINUE OUR SERIES ON WHAT DOES IT TAKE TO BE
AN ACI AWARDS WINNER? THIS ISSUES AWARD FOCUS IS
BIG IDEAS, SMALL BUDGETS**


YOU WANT ME TO DO WHAT BY WHEN?
THE BIRTH OF A NATURE TRAIL
State Symbols Nature Trail at the New York State Fair By: Ann Harrison
Division of Public Affairs and Education
New York State Department of Environmental Conservation

Question: What's a saltwater beach doing in the middle of Syracuse, New York, 275 miles from the Atlantic Ocean?

Answer: Providing millions of visitors to the New York State Fair with a glimpse of one of the many varied habitats
found around the state.
TBW/Spring 2004 10 With a big vision, lots of sweat, a short time frame and great partners, the New York State Department of
Environmental Conservation (DEC) created a new nature trail in 2002, at the New York State Fair. Featured are the
state's official nature symbols and several of New York's natural environments.

In a space less than a quarter acre, you can visit an Adirondack lean-to, marvel at an 80 foot fire tower, and wander
along a handicapped accessible path to view: a one-ton garnet, our state gem; a waterfall, representing the cold, clear streams that support brook trout, our state fish; a beaver lodge along a "wetlands," home to the state mammal, the beaver; a small "forest," with our state tree, the sugar maple; a cluster of wild roses, our state flower; a perennial garden for our state insect, the ladybug; an open meadow, complete with blue bird boxes for our state bird; a saltwater beach, loaded with bay scallops, our state shell; and a real horseshoe crab, the distant relative of our state fossil, the eurypterid.
Also along the way are four-foot by three-foot interpretive signs on fire towers, saltwater beaches, Adirondack lean-
tos and the Forest Preserve in the Catskill and Adirondack mountains. The trail ends in a picnic area, where a tent
and tables provide a nice spot for fairgoers to rest and take a breather from all the fair's activities.

But just six weeks before the 2002 State Fair opened, this area was a "backyard" for the DEC log cabin, one of the
two buildings on the fairgrounds housing department displays and activities. Two, large co-generation "plants" stuck
out from the huge adjacent building that creates the boundaries on two sides. No longer in use, these structures used
to provide heat to that building. There was also a walking path that was used mostly as a shortcut by fair staff. In
2000, DEC staff erected an Adirondack lean-to between the two co-generation plants.

Whatever made us think to create a State Symbols Nature Trail out of this area? For the past several years, DEC's
Division of Public Affairs and Education has initiated an "opportunity interpretation" program, reaching much larger
numbers of new and different segments of our population with the conservation message. Instead of waiting for
people to come to our facilities, we go to where the people are. We have created a kids fishing pool at the annual
New York City Boat Show, developed an interpretive trail for skiers at Belleayre Mountain, and worked with the state's
Department of Transportation to design their visitor information rooms at two Adirondack rest stops. In the winter of
2002, increased interpretive efforts at the New York State Fair seemed a natural next step.

Planning for the trail began in early March, just in time for the agency's one landscape architect to develop a quick
sketch before he retired. Work at the site couldn't start until July because a new roof was being put on a building
adjacent to ours, and our "backyard" was the staging area for all the materials and supplies. The challenge was to
convert the space into a safe, interesting nature trail by the opening of the State Fair on August 22, 2002. This also
included researching, writing, and producing nine state symbol interpretive signs each measuring 24 inches by 18
inches, four interpretive signs each measuring 48 inches by 36 inches, and two welcome signs. And, of course, all
state fiscal purchase requirements had to be followed.

The State Symbols Nature Trail happened because a vision was shared and embraced by a variety of collaborators.
DEC's administration was willing to allocate human and fiscal resources needed for success. Several organizations
were approached to help provide labor or materials, and they readily jumped on the wagon. We estimate that the
actual cost of the project was $18,380 with an additional $73,000 coming from the in-kind contributions of our
partners.

Division of Public Affairs and Education staff served as project managers for both trail construction and writing,
design and production of all the interpretive signs. Working under the supervision of DEC operations staff, crews from
Camp Georgetown Correctional Facility supplied much of the physical labor, including moving the one and a half ton
lean-to more than 20 feet. Day-to-day, on-site layout, design and management of the project were the responsibility
of the Cayuga County Soil and Water District's AmeriCorps program, a national service program similar to a domestic
Peace Corps.

More than willing to help at every turn, the State Fair administration and maintenance staff provided equipment when
needed, such as forklifts to move pallets of rocks and rollers to pack the stone dust along the trail. They also put in
eight spotlights so the trail would be safe at night, placed electrical outlets every 20 feet along the walls of the
adjacent building, and installed the wires for a future speaker system that can play bird and animals calls along the
trail. Fair staff also donated sod for the picnic area that was torn up after all the construction. There are about a
million annual visitors to the fair, and the fairgrounds are used throughout the year for a variety of events.
TBW/Spring 2004 11 A chance meeting with the US Department of Agriculture's Natural Resources Conservation Service led to getting all
the meadow plants for free. We negotiated a very reasonable rental from a local aquarium supply company for use of
water plants during the twelve days of the fair. One of the largest garnet mines in the world, located in New York's
Adirondack Mountains, donated a one-ton garnet boulder. To make the trail look more realistic, natural objects were
collected from woods, such as moss-covered rocks, fallen birch logs, and rotting tree stumps. During a trip to Long
Island, buckets of shells, plus dried seaweed and horseshoe crabs for the saltwater beach display were picked up.

Three days before the fair opened, we still had yards and yards of stone dust to put on the trail, stockade fence to
erect and sign frames to put in the ground. The Camp Georgetown crew doesn't work when fair exhibitors are setting
up, so AmeriCorps members and DEC staff pitched in and got the work done. By 11 a.m. opening day, the trail was
laid, safe, and looking good-we even remembered to bring the ribbon and gold scissors for the grand opening
ceremony!

For those of us who worked on the project, we have a great sense of accomplishment and satisfaction. It was harried
at times, but it was a fun project and it invigorated our spirits. We were able to be creative in our design and
partnerships, and the resulting effort was something that will benefit hundreds of thousands of fairgoers for years to
come. At a time when the state is experiencing a severe fiscal situation, our project team was able to come up with a
million dollar project for a fraction of the cost!

If you think you'd like to embark on a similar venture, here are a few tips:
1. Verbalize a vision and get a champion: Find someone, preferably in a position of high authority, who is excited about the idea and can convey that vision to those who hold the purse strings. 2. Ask for help: Lots of groups, individuals and agencies are willing to provide materials, labor or support if you just ask. Develop partnerships with not only those who have similar missions to yours, but look for creative
ways to draw in new audiences and collaborators to your programs. AmeriCorps and conservation and
service corps programs around the country are excellent sources for educators, trail builders and service
providers. Visit www.nascc.org to find a program near you. 3. Be flexible: Be willing to make on-site changes and alterations. Listen to those closest to the project to find out what's reasonable within the amount of time you have to complete it. Trust your staff and co-workers. 4. Have a deadline: The New York State Fair always opens on a Thursday, and in 2002, they weren't going to wait if we didn't have the trail done. Nothing like thousands of people streaming through the gates to make
the completion date a real deadline! 5. Create things for multiple uses: Copies of the state symbols interpretive signs are now at DEC's five environmental education centers and four residential summer youth camps. The fire tower sign is used on
other towers around the state, and the saltwater beaches sign resides on Long Island. 6. Celebrate and thank your partners: Put your partners' names on a prominent sign. Have a ribbon-cutting ceremony or similar event and praise everyone who participated. Write newsletter articles and send thank
you notes. Bring donuts to the work site. 7. Keep your sense of humor: Enough said!


LESSONS FROM THE CREATION OF YOUR WINDOW ON WILDLIFE
Big Idea, Small Budget By: Liza Poinier, New Hampshire State Fish & Game Department

The Concord, New Hampshire headquarters of the state Fish and Game Department is a typical modern office
building, with cubicles and conference rooms and coffee machines. But just a few steps down youll find another
world -- surprisingly, the outdoor world, indoors -- in the Discovery Room.

A couple of years ago, with a modest exhibit budget and a lot of hard work, N.H. Fish and Game staff transformed an
older 1,200-square foot basement exhibit space into Your Window On Wildlife. The rooms floor-to-ceiling painted
murals, wildlife mounts, tanks of native fish, and fabricated landscape features like rocks and trees represent aquatic,
wetland, upland, and backyard habitats, and the exhibit itself is filled with hidden games and subtle educational
messages that inspire people to go back upstairs and out the door, into the wild. TBW/Spring 2004 12
The exhibits development was coordinated by wildlife educators Judy Silverberg and Marilyn Wyzga, who used their
creativity to incorporate learning into every facet of the exhibit -- and to get it done inexpensively, squeezing blood
from the proverbial rock of a state agency budget.

How did we implement such a big idea with such small dollar resources? How can you?

Marilyn: Coordinate and control the project yourself. Be as hands-on as possible. Though the added workload was
hard to deal with, you just have to accept that if you dont have the dollars to spend, you will be spending your time.

Judy: Look for local resources in untraditional places instead of hiring a firm. The exhibit cost $106,000 in the end,
less than $100 per square foot; firms that specialize in this type of work typically charge upward of $400 per square
foot. Its also about getting what you want: When you hire a firm, you cant guarantee that someone knows your
content. Because we were directly involved, we could say, no, THIS is what a white pine tree looks like.

Marilyn: Find local vendors who can produce various pieces for you. For example, we went to the N.H. Arts Council
to identify a suitable mural artist, with whom we contracted directly to get the job done, from vision to final painting.
Using local vendors also reduces shipping and transportation costs.

Judy: Use your staff. One of our wildlife biologists took the artist on site visits, so he could get a feel for the habitats
and take pictures. We used our access construction team for the carpentry. Many staff turned out to have hidden
talents in planning, design, and getting materials on the cheap!

Marilyn: Its all about teamwork. We involved a broad spectrum of staff members in the projects concept, planning
and implementation, which made for positive energy and a feeling of ownership. Then, when it comes time to unload
a truck full of rocks, the team shows up to help out, because theyre the ones who said, this is what we want it to look
like.

Judy: Shop around. This goes for purchased products and in-kind donations. We watched the sales and bought our
sound equipment on closeout. We asked around for a beaver mount, and found someone who was willing to
contribute a family mount to the project. We even refurbished and re-used parts of other exhibits, such as the fish
tanks.

Marilyn: Some of it happened by total fluke. Luck and goodwill played their parts.

So there you have it. Think global, work and shop local; brace yourself for a larger-than-normal workload; and tap
staff talents and the team energy that comes from doing a fun project together.
NEW JERSEYS CHILDREN'S FISHING DERBY PROGRAM
BIG IDEA ON A SMALL BUDGET By: Miriam Dunne, Principal Wildlife Biologist and Craig Lemon, Hackettstown Hatchery Superintendent
The DEP Division of Fish & Wildlife has had a Children's Fishing Derby program since the early 1970s when about 12
derbies were stocked. The program started out as an urban fishing program. In the early days, fish were stocked
during the week prior to the event. In the early 1990s, staff began to attend the derbies and present information about
fish and fishing. The program has grown steadily over the past 10 years, and now more than 85 events are stocked
annually.

The purpose is to provide a source of fish for children in urban and suburban areas introducing them to fishing, and
encouraging family use of the outdoors. The derbies provide an opportunity for children to get acquainted with fishing,
to experience quality family time, and to appreciate their watershed and its role in protecting water quality. The
derbies also provide ample opportunities for visibility in the press, and positive interactions between uniformed
division staff and the public.

Fish are raised at the Hackettstown State Fish Hatchery especially for this purpose. Pumpkinseed sunfish, bluegill
sunfish, brown bullhead, largemouth bass, channel catfish and black crappies are the species of fish typically stocked
for derbies. Each derby receives a delivery of about 200 fish.

The program is advertised primarily through word-of-mouth and repeat sponsorship of derbies by the towns and
agencies that host the events. It is successful because it is a true partnership between the derby organizers, the
DFW, and other sponsors. From the division's standpoint, it is successful because of intra-agency cooperation. It is TBW/Spring 2004 13 not viewed as a "fisheries program" or an "I&E program" -- we have endeavored to cut through the programmatic
boundaries that sometimes prevent staff from working together most effectively.

All legitimate requests for fish are fulfilled. Organizers are informed that the event must be free-of-charge and open to
all citizens. No private waters are stocked. Organizers are also requested to provide publicity for the event, and to
recognize the DEP Division of Fish and Wildlife as an event sponsor.
The derby season begins in mid April and runs through the end of September. Wherever possible, fish are delivered
on the day of the event, and children and adults are given a short presentation about the fish stocked, how to safely
handle them, and a brief introduction to laws and ethics. Conservation officers, Hackettstown Hatchery personnel and
Information & Education section staff deliver the fish and participate in the derby in some manner. Information about
fishing laws, places to fish, and how to get started in fishing is taken to each event by the staff. Of 85 events in 2003,
staff were present at 79.

Nearly 9,300 kids and 7,550 adults were estimated in attendance last year. The Division of Fish & Wildlife receives
exposure at these events through the presence of staff, agency signage and Water Works Wonders images on the
stocking trucks, and through media coverage. This positive exposure helps combat a problem confronting all
Northeastern states: the public does not know who we are or what we do. (SEE RELATED STORY IN STRATEGIC
PLANNING SECTION OF THE BALANCE WHEEL) Individuals are made aware that the DFW is the agency
responsible for stocking fish and managing wildlife in New Jersey. Newspaper coverage further amplifies the
division's message.

The DFW spent $46,990 on fish production and distribution, salaries, and materials specifically for the derby program.
Some of the innovations made include giveaways: we print and distribute refrigerator magnets that have the DFW
name, web address and the statement Take Me Fishing. We also print and distribute bobbers with the division logo
and web address. These are handed to each kid and family. Imagery from the Recreational Boating and Fishing
Foundations Water Works Wonders campaign is displayed prominently on our stocking trucks. These were printed
and affixed in-house using state-of-the-art vinyl lettering technology. The value of these mobile billboards alone is
worth the price of the program. Many derbies also receive a banner that is printed in-house with the agency and
sponsor name.

Undoubtedly, the most cost-effective contribution to the program comes from staff: the goodwill generated by caring,
knowledgeable and professional staff in all the participating bureaus cannot be measured in dollars but is certainly a
keystone of the program. A semi-retired, avid angler who works seasonally for the program keeps everything
organized, and contributes far more than the part-time salary compensates.
The long-term impact of derby participation on fishing behavior in children is not known, but staff will begin to collect
information on derby participants to determine any trends in avid angling. Several derbies are held as part of a
Hooked on Fishing Not on Drugs program, and offer opportunities to those kids for sustained participation in fishing.
Whether or not derbies are part of the solution to reverse the steady decline in angling among youth, they most
certainly represent opportunities for positive interaction among staff and constituents, and high visibility for the
agency for a small budget.
UPCOMING EVENTS & DEADLINES
2004 ACI Conference TIME IS TICKING AWAY!
MAKE YOUR RESERVATIONS NOW FOR THE 2004 ACI CONFERENCE

New Orleans is world-renowned for its good food, good music and overall good times. When you come to visit for the
2004 ACI Conference, we'll help you enjoy the Big Easy as much as possible
TBW/Spring 2004 14 Prepare to have a hard time deciding which sessions to attend! From brushing up your crisis communication skills to
learning about high tech hunter education, this conference promises to deliver a huge choice of skill building,
strategic planning and national issue-related sessions. Check the ACI Web page for more details!

What would a conference in New Orleans be without great social events? We start on Sunday evening with a ride on
the authentic New Orleans John James Audubon riverboat as you renew old acquaintances and make new ones.
Listen to the tunes of a strolling saxophone player, or find out what the future holds for you with a live tarot card
reader. This will certainly be an excellent kick-off to a great conference!

The famous ACI Auction will take place in the wonderful surroundings of the Aquarium of the Americas. Enjoy a
delightful view of the Mississippi River while feasting on a Louisiana seafood buffet. Until the gavel falls, experience
"Frogs," an interactive exhibit featuring 25 species of frogs from around the world. From framed wildlife art to hunting
and fishing supplies, this year's auction items promise to entice.

We will get out of the city on Tuesday to enjoy "Sportsman's Paradise." Field trips will be full-day affairs, most from 7
a.m. to 3 p.m. All necessary supplies, including boxed lunches, beverages and bug spray, will be provided. Bring your
binoculars and cameras as each trip offers great photo ops and wildlife sightings. On the schedule are: Swamp Tour of Bayou Sauvage NWR Jean Lafitte National Historical Park's Barataria Preserve New Orleans City Tour NIGHT TRIP: Alligator Trek at Salvador Wildlife Management Area NIGHT TRIP: New Orleans Haunted History Tour
Get more trip information on the ACI Web site.

We will finish the Conference by toasting this years awards winners at an elegant banquet hosted at the DoubleTree
New Orleans Hotel.


Accommodations Information
This years conference will be held at the luxurious DoubleTree New Orleans Hotel. Conveniently located near the
New Orleans Riverwalk, it is within walking distance of all major attractions, including the French Quarter, Aquarium
of the Americas and world famous Canal Street trolley cars.
For information and reservations, visit the DoubleTree New Orleans Hotel .

Dont wait another minute make you reservations today for the 2004 ACI Conference! More Information Available at
the ACI Homepage: www.aci-net.org



TBW/Spring 2004

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